THE BEST LOCATION

Sell-through videos move dramatically better when displayed in the main part of the store rather than in the video department alone. But getting that prime real estate is still a challenge. Shrink, motivation of store personnel and cooperation from other departments are the biggest issues, said participants in SN's video roundtable. But shrink can often be controlled, while cross-promotions and a steady flow of sell-through programs help gain and keep floor space. "Another thing that will really make it fly in all locations is, if you get them to give it a chance, then the results will speak for themselves," said Jeff Olson, video coordinator for Copps Corp., Stevens Point, Wis. As to theft, "The risk is no greater with video than with other products, and we have to change that mentality," said Clifford Feiock, video coordinator at Nash Finch Co., Minneapolis. "If you have a theft problem, then you have to have a position up near the checkstands." Here is what the roundtable participants said about getting sell-through displayed in the main store: SN: How can supermarkets boost their share of the sell-through video market? OLSON: The key to sell-through is getting it on the main traffic floor. You can have it in your video department, but if you have it hidden there, you are only appealing to whatever percentage of your traffic comes for video rentals. SN: Is there a territorial problem with other departments in the stores? OLSON: You get a little bit of that. But you are seeing a lot more of the tie-in promotions with the packaged goods companies. So the store people will find that if they put a video display next to the tie-in product, it will not only sell the video, but it also will sell a lot more of the grocery product. HEMBREE: In our stores that don't have video, we give the nonfood department credit for it. As a result, they tend to like it a lot more. That's one way of getting the space. A second way is to keep sell-through coming all the time so that there is never a time when you don't have it in the store. OLSON: Along with securing your space, you also build up credibility with your customers. The more often you have it, they'll start getting the mind set that the grocery store is the place to buy videos. SN: Where do you put it, right near the registers? OLSON: It's prime real estate next to checkouts. FEIOCK: But it should be there because of the theft side of it. That's what they always bring up with me. They say, "You can't put it out on the floor because in our store somebody will carry the whole display case out the front door." Well, why do you stock anything -- because there are things that they are just as likely to steal. If that's the case, then why are we in business? Again, it's a constant educational process as we get new store management personnel who aren't familiar with it. We have to teach them how to best manage those products. If you have a theft problem, then you have got to have a position up near the checkstands. SN: How do you communicate the importance of displaying videos on the main sales floor to store personnel? OLSON: Going back to what Cliff said, it's a matter of training the people at the stores regularly. But another thing that will really make it fly in all locations is, if you get them to give it a chance, then the results will speak for themselves. SN: Some stores go all out decorating and building displays for titles like "Pocahontas" and "Forrest Gump," while others just put out the shippers. What is the key to getting the stores to build more displays? ANG: It's just a matter of getting the right person in your video department and the right person in management, those who are gung ho to do that.